Most marketers, when asked how they create leads and fill the peak of their sales pipeline, reply to outbound marketing. However, many successful and innovative companies are adopting the concept of inbound marketing. So, what’s the distinction between inbound and outgoing traffic? This guide will take you through it, including the advantages and disadvantages of each technique.
Outbound Marketing – What is it?
Outbound marketing is a conventional type of marketing in which messages are pushed out to prospective consumers. Trade exhibitions, lecture series, and cold phoning are examples of outbound marketing efforts. It is expensive, and the ROI is substantially lower than that of inbound marketing.
From mass emails to outsourcing telemarketing, we refer to these approaches as “outbound marketing” because advertisers send their messages out into the world in the hopes of finding a needle in a haystack.
Outbound marketing approaches, in our opinion, are becoming less efficient over time for two main reasons.
First, the average person today is bombarded with at least half a million outbound marketing distractions per day and is devising increasingly inventive solutions to stop them, such as ad blocker chrome extensions, caller ID, spam email filtering, and others.
Second, utilizing search engines, forums, and social media to learn something new or purchase online is now far less expensive than attending a conference at the Marriott or traveling to a trade fair in Las Vegas.
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Inbound Vs Outbound
Inbound marketing is a method in which you publish content or use social media tactics to raise brand recognition so that people learn about you, visit your website for more information, express enthusiasm for your product, and maybe make a purchase.
While some outbound techniques require a significant amount of time and work and may result in no leads, inbound strategies allow you to interact with an audience that you can more simply classify as a lead or prospect.
How to transform your marketing strategy from Outbound to Inbound
Rather than performing outbound marketing to a large number of individuals who are attempting to shut you out, we argue for inbound marketing, in which you assist yourself to become visible to those who are actually interested in your company.
To do this, you must configure your website as a “hub” for your particular business. One that organically draws visitors via search results, blogging, and social networking.
We believe that most marketers today spend 90% of their time on outbound marketing and 10% on inbound marketing, and we feel that those percentages should be reversed.
Follow the “Attract, Engage, Delight” methodology to accomplish this.
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Create a solid content strategy to attract your target audience.
You want content for each level of the marketing funnel. For customers in the awareness stage, social networking and advertisements are excellent ways to expose them to your brand and product.
Blogging will help you establish yourself as a reputable and trustworthy authority in your business, allowing your intended audience to discover you.
It is also critical to build an SEO plan throughout this phase to guarantee that your website is search engine optimized.
You may nurture leads with email marketing, interactive chatbots, and automated processes after they become visitors.
The purpose of the “Delight” stage is to guarantee that your audience is able to contact your sales and support personnel and that their difficulties are resolved fast.
The goal of inbound marketing is to meet your customers where they are. You’ll rapidly notice that your promotional strategies are improving and assisting your brand’s growth.
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